Ad rates report

Earnings reports were updated on 10 February 2016, with new report and metric names. The data shown is the same. Learn more about the changes to the Earnings reports.
The Ad rates report is only available for YouTube Partners who have access to revenue data in their account.

The Ad rates report provides data on YouTube ad revenue, estimated monetised playbacks, cost per mille (CPMs) and ad impressions for the ads that run on your content. Use the report to assess how different ad types are performing over time relative to one another.

Note: The values in the 'Ad rates report' will not match up to the numbers in the Revenue report. The Ad rates report shows gross figures (the amount the advertisers paid to run the ads). The Revenue report shows net revenue (the amount that you will be paid), which factors in revenue sharing and fractional ownership.

See your Ad rates report

Creator Studio Classic

You can go directly to the Ad rates report or follow the steps below.
  1. Sign in to YouTube.
  2. In the top right-hand corner, select your account > Creator Studio.
  3. In the menu on the left, click Analytics > Ad rates.

YouTube Studio beta

  1. Sign in to YouTube Studio beta. If you haven't tried the beta, learn more
  2. In the left-hand menu, click Analytics.
  3. Click the Earn revenue tab.
  4. Click the Ad types card to get more info.
Learn more about YouTube Studio, the new home for everything that creators care about.

 

Note: You may see different metrics in YouTube Analytics based on the platform – Classic on a computer, YouTube Studio on a computer or the YouTube Studio app. Up-to-date metrics are available faster in Analytics on YouTube Studio (both on a computer and on the app) than on Creator Studio classic.

How to use the Ad rates report

Note: Since July 2015, only impression-based metrics support a breakdown by Ad type. If you've selected Estimated monetised playbacks or Playback-based CPM and the Ad type dimension, you'll see N/A in the table.

There are different ways to look at the Ad rates report since a single video playback can have multiple ad impressions (for example, a pre-roll ad and an overlay ad). You can look at impression-based metrics or playback-based metrics.

What you can use the Ad rate report to see

  • Ad type: The format of the ad and its buying platform. This breakdown is only available for YouTube ad revenue and impression-based metrics.
  • YouTube ad revenue: The estimated YouTube ad revenue from all Google-sold advertising sources for the selected date range and region. YouTube ad revenue is subject to month-end adjustment and does not include partner-served advertising. YouTube ad revenue should not be confused with earnings or net revenue, which factors in your share of ownership and revenue sharing agreements.
  • Playback-based CPM (cost per mille): The estimated average gross revenue per thousand playbacks where one or more ads are shown. Only supports breakdown by geography and date.
  • Estimated monetised playbacks: A monetised playback is when a viewer views your video (i.e. a view) and is shown at least one ad impression, or when the viewer quits watching during the pre-roll ad without ever reaching your video (i.e. an abandonment). Only supports breakdown by geography and date.
  • Ad impressions: An impression is logged any time an ad is displayed to a viewer. There can be one or several ads per playback. For example, a video can show one skippable pre-roll ad and one display ad during the same playback resulting in two impressions.
  • CPM (cost per mille): Effective cost per mille or the estimated average gross revenue per thousand served ad impressions, independent of the number of video playbacks on which they were shown.

Types of ads in the report

There are two ways in which advertisers place ads on YouTube:

  • Running ads on YouTube that are bid on and priced through ad auction.
  • Reserving a placement on the site through a YouTube Sales Representative or DoubleClick MediaVisor. This is called a Reserved Media Buy.

You can use the Ad rates report to see information on the following types of ads:

  • Display ads (Auction) include rich media, image or display ads that appear either as an overlay on the bottom of the video, as a 300 x 250, as a video unit in the list of recommended videos, as a sponsored card or a combination. These are sold to advertisers via ad auction.
  • Display ads (Reserved), also called Banner ads, are 300 x 250 banner ads which appear to the right of the main video.
  • Non-skippable video ads (Auction) are in-stream video ads that can run before, during or after your video. These non-skippable ads are sold to advertisers via ad auction.
  • Bumper ads (Auction) are 6-second in-stream ads that can run before the main video. These non-skippable ads are sold to advertisers via ad auction.
  • Non-skippable video ads (Reserved) are in-stream video ads that can run before, during or after your video. Reserved non-skippable ads are sold to advertisers as Reserved Media Buys.
  • Skippable video ads (Auction) are in-stream ads that are inserted before or during the main video. Viewers can choose to skip these video ads after five seconds. These ads are sold to advertisers via ad auction.
  • Skippable video ads (Reserved) are in-stream ads that are inserted before or during the main video. Viewers can choose to skip these video ads after five seconds. These skippable video ads are sold to advertisers as a Reserved Media Buy.
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